Overview

Students majoring in Public Relations also can choose between two paths. The first, Public Relations Practice, is for students who intend to enter the field of public relations. Students in this track will receive rigorous, hands-on training in PR writing, PR design, PR message development, and campaign development. Students who complete this track will be prepared to enter into the PR field after graduation in positions such as account executive, communication specialist, event planner, or social media specialist. Students who are looking for a more general PR education can choose the general PR track. This track is for students who wish to learn about the field of public relations, but plan to apply it to another field of study (e.g., law, marketing, etc.). Many students choose to go on to graduate school after completing this track.

Both Public Relations tracks fulfill the People & Society area of knowledge requirement.

Our Public Relations program has ties to the Public Relations Society of America and maintains a Public Relations Student Society of America (PRSSA) chapter. 

Curriculum Requirements for Public Relations - General Track

Core Courses
STC 103Statistical Reasoning for Strategic Communication3
STC 116Principles of Public Relations3
STC 201Public Relations Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
Writing Skills Course:
JMM 108Writing for the Digital Age3
Presentation Skills Course:
COS 211Public Speaking3
Digital Skills Course:
STC 102Graphic Design for Strategic Communication3
STC Courses
STC 232Writing for Public Relations3
STC 311Public Relations Research3
STC 435Advanced Research Methods for Public Relations3
STC 436Public Relations Campaigns3
Select One STC Elective:3
Crisis Communication and Management
Cases in Public Relations Administration
Public Relations Management
Corporate Communication and Public Relations
International Public Relations
Select 6 Credit Hours of School of Communication Electives with Approval of STC Faculty Advisor6
Marketing Requirement
MKT 301Marketing Foundations3
Additional Requirements
WRS 105First-Year Writing I3
WRS 106First-Year Writing II3
or ENG 106 Writing About Literature and Culture
STC 103 (Double Counts for Major and Math Requirement)
Arts and Humanities Cognate9
STEM Cognate9
Minor, Second Major or Elective51
Total Credit Hours120

Curriculum Requirements for Public Relations - Practice Track

Core Courses
STC 103Statistical Reasoning for Strategic Communication3
STC 116Principles of Public Relations3
STC 201Public Relations Strategy Development3
COM 250Freedom of Expression and Communication Ethics3
Advanced Writing and Communication Skills Requirement
Writing Skills Course:
JMM 108Writing for the Digital Age3
Presentation Skills Course:
COS 211Public Speaking3
Digital Skills Course:
STC 102Graphic Design for Strategic Communication3
STC Courses
STC 203Advanced Graphic Design for Public Relations3
STC 232Writing for Public Relations3
STC 311Public Relations Research3
STC 346Public Relations Message Development and Execution3
STC 436Public Relations Campaigns3
Select two additional Public Relations Electives:6
Ethics in Strategic Communication
Travel and Tourism
Social Media Messaging and Strategies
International and Cross-cultural Advertising
Public Relations Internship
Public Opinion and Mass Communication
Crisis Communication and Management
Media Relations
Sports, Publicity, and Promotions
Public Relations Management
Corporate Communication and Public Relations
International Public Relations
Special Topics in Public Relations
Marketing Requirement
MKT 301Marketing Foundations3
Additional Requirements
WRS 105First-Year Writing I3
WRS 106First-Year Writing II3
or ENG 106 Writing About Literature and Culture
STC 103 (Double Counts for Major and Math Requirement)
Arts and Humanities Cognate9
STEM Cognate9
Minor, Second Major or Elective51
Total Credit Hours120
*

Students must complete at least one course with an international or intercultural focus. Courses that meet this requirement include: STC 350, STC 482, COS 343COS 545, and MKT 360. Other courses may be used to fulfill this requirement with the approval of an Advertising faculty advisor. Studying abroad also fulfills this requirement.

*

School of Communication students are required to complete a minimum of a minor (inside or outside of the school) in addition to their Communication major to graduate. For an optional 2nd major, please see your advisor.

*

School of Communication students must complete 6 credits of Written Communication Skills unless exempt based on SAT/ACT score or AP/IB exam, 3-6 credits of Mathematics, http://www.miami.edu/cognates/ and the Advanced Writing and Communication Skills Proficiency requirement.

Upper Level Elective Requirement

36 credits at the 300 level or higher are required for graduation. These credits may be earned from your major, minor and/or second major, and electives. 

Suggested Plan of Study for Public Relations - General Track

Plan of Study Grid
Freshman Year
FallCredit Hours
STC 116 Principles of Public Relations 3
JMM 108 Writing for the Digital Age 3
WRS 105 First-Year Writing I 3
Arts and Humanities Cognate 3
STEM Cognate 3
 Credit Hours15
Spring
STC 102 Graphic Design for Strategic Communication 3
STC 103 Statistical Reasoning for Strategic Communication 3
COM 250 Freedom of Expression and Communication Ethics 3
WRS 106 or ENG 106 First-Year Writing II
or Writing About Literature and Culture
3
STEM Cognate 3
 Credit Hours15
Sophomore Year
Fall
STC 201 Public Relations Strategy Development 3
School of Communication Elective Chosen with approval of STC Faculty Advisor 3
Arts and Humanities Cognate 3
STEM Cognate 3
Minor or Second Major Course 3
 Credit Hours15
Spring
STC 232 Writing for Public Relations 3
COS 211 Public Speaking 3
Arts and Humanities Cognate 3
Minor or Second Major Course 3
Elective 3
 Credit Hours15
Junior Year
Fall
STC 311 Public Relations Research 3
Select 3 credits in STC/COS Electives with an International or Intercultural Focus: 3
International and Cross-cultural Advertising
International Public Relations
Introduction to Intercultural Communication
Intercultural Communication: International Perspectives
Minor or Second Major Course 6
300 Level Elective 3
 Credit Hours15
Spring
STC 435 Advanced Research Methods for Public Relations 3
MKT 301 Marketing Foundations 3
Minor or Second Major Course 3
300 Level Elective 3
Elective 3
 Credit Hours15
Senior Year
Fall
STC 436 Public Relations Campaigns 3
Minor or Second Major Course 6
300 Level Elective 3
Elective 3
 Credit Hours15
Spring
Select one of the following: 3
Crisis Communication and Management
Cases in Public Relations Administration
Public Relations Management
Corporate Communication and Public Relations
Special Topics in Public Relations
Minor or Second Major or Elective Courses 12
 Credit Hours15
 Total Credit Hours120

Suggested Plan of Study for Public Relations - Practice Track

Plan of Study Grid
Freshman Year
FallCredit Hours
STC 116 Principles of Public Relations 3
JMM 108 Writing for the Digital Age 3
WRS 105 First-Year Writing I 3
Arts and Humanities Cognate 3
STEM Cognate 3
 Credit Hours15
Spring
STC 102 Graphic Design for Strategic Communication 3
STC 103 Statistical Reasoning for Strategic Communication 3
COM 250 Freedom of Expression and Communication Ethics 3
WRS 106 or ENG 106 First-Year Writing II
or Writing About Literature and Culture
3
STEM Cognate 3
 Credit Hours15
Sophomore Year
Fall
STC 201 Public Relations Strategy Development 3
STC 203 Advanced Graphic Design for Public Relations 3
Arts and Humanities Cognate 3
STEM Cognate 3
Minor or Second Major Course 3
 Credit Hours15
Spring
STC 232 Writing for Public Relations 3
COS 211 Public Speaking 3
Arts and Humanities Cognate 3
Minor or Second Major Course 3
Elective 3
 Credit Hours15
Junior Year
Fall
STC 311 Public Relations Research 3
Select 3 credits in STC/COS Electives with an International or Intercultural Focus: 3
International and Cross-cultural Advertising
International Public Relations
Introduction to Intercultural Communication
Intercultural Communication: International Perspectives
Minor or Second Major Course 6
300 Level Elective 3
 Credit Hours15
Spring
STC 346 Public Relations Message Development and Execution 3
MKT 301 Marketing Foundations 3
Minor or Second Major Course 3
300 Level Elective 3
Elective 3
 Credit Hours15
Senior Year
Fall
STC 436 Public Relations Campaigns 3
Minor or Second Major Course 6
300 Level Elective 3
Elective 3
 Credit Hours15
Spring
Select one of the following: 3
Ethics in Strategic Communication
Travel and Tourism
Social Media Messaging and Strategies
Public Relations Internship
Public Opinion and Mass Communication
Crisis Communication and Management
Media Relations
Sports, Publicity, and Promotions
Public Relations Management
Corporate Communication and Public Relations
Special Topics in Public Relations
Minor or Second Major or Elective Courses 12
 Credit Hours15
 Total Credit Hours120

Mission

The Public Relations Program mission is to prepare professional communicators who understand and can demonstrate the use of theory, research, planning and evaluation in effective public relations practice. We are committed to building students’ ability to apply ethical principles to decision-making and to perceive each communication and its intended audience holistically, based on understanding and appreciating cultural and other differences. We seek to nurture students’ analytic and creative skills with the goal of graduating insightful, resourceful citizens of a global society, and to challenge them with multiple opportunities for learning, self-discovery and professional practice.

Goals

We seek to nurture students’ analytic and creative skills with the goal of graduating insightful, resourceful citizens in a global society, and to challenge them with multiple opportunities for learning, self-discovery, and professional practice.

Student Learning Outcomes

  • Students will demonstrate an understanding of how research is conducted and findings are effectively applied to strategic communication planning and in the practice of public relations, including the ability to conduct secondary and primary research, compile and analyze data via statistical analyses and SPSS software, and interpret and summarize the results.
  • Students will write and design effective, audience-sensitive messages for public relations purposes in settings inside and outside the classroom that follow standards of professional practice.
  • Students will demonstrate the ability to prepare and evaluate strategic communication plans/ proposals at a professional level, which requires effective research, writing, design and oral presentation skills.